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How Amazon Sellers Can Diversify Income with TikTok Shop

by Jessica Clark | Last Updated: February 7, 2024
How Amazon Sellers Can Diversify Income with TikTok Shop

One of the things I love about being an eCommerce entrepreneur is that the landscape is dynamic. I am always having to learn and find ways to compete.

So, the motto that I embrace and truly believe in is adapt and thrive.

For over a year now I’ve been hearing A LOT about how Amazon sellers are diversifying their income using TikTok Shop. I already use Amazon FBA and Shopify for my two niches, but I’ve avoided selling on social media channels (social commerce). Until now.

Last month I was listening to a podcast that was explaining how with a small amount of effort I could set up a TikTok Shop, connect with influencers, and start promoting and selling to 150 million US users!

graph of tiktok users by country highlighting US as almost 149 million

Image Credit: Statista

So, it left me thinking. Could this diversification to TikTok Shop be as easy as it sounds? In this post, I’ll share everything I’ve learned about how an Amazon and Shopify seller can set up a TikTok Shop. I will cover:

What is TikTok Shop?
Pros and Cons of diversifying to social commerce.
Is it Worth Selling on TikTok?
Steps to setting up a TikTok Shop.
Growing your audience and promoting your TikTok Shop.
Collaborating with TikTok Influencers.
Key Takeaway Messages.

What is TikTok Shop?

Over the last few years, TikTok has been investing in its social commerce channel called TikTok Shop.

This has been especially successful in China, where users are already sensitized to social commerce and using the TikTok shopping channel. In the last year, TikTok has been ramping up in the USA with the aim to grow merchandise volume by tenfold to $17.5B in 2024.

With TikTok's huge user reach and engaged community, the platform offers unique potential. Especially for connecting with younger audiences and driving viral growth.

Key Advantage and Disadvantages to TikTok Shop:

Some of the benefits to businesses using TikTok shopping for your business include:
TikTok Shop is a native feature of the TikTok social app. So it’s one integrated browsing experience.

Social commerce is on an upwards trend with forecasts predicting that social commerce revenue will reach nearly $3 trillion by 2026. 

Reaching younger buyers with high app engagement on the platform.
Viral opportunities for trending products.
Easy access to creators and influencers with HUGE followings.
Easy integrations with your Shopify store.
chart showing 300% increase in socials shopping 206-23

Image Credit: Statista

Some of the other considerations you should assess before opening a TikTok businesses account include:

TikTok shopping isn’t widely used by older generations and your product may not be desirable to the younger or Gen-Z TikTok community.

Even though Shopify offers an easy integration, it is still another platform to manage. If you don’t have the band width, then consider outsourcing solutions BEFORE sacrificing time on your main sales channel.
TikTok content is a fast-moving space. Content needs to be regularly refreshed AND trending posts come and go!
TikTok is investing heavily in TikTok Shop and are offering low fees and other incentives. But overtime (like with Amazon) you can expect to see higher fees and lower ROIs.

Is it Worth Selling on TikTok?

Each business, brand, and product is different. It’s important to test your ideas and strategies before going all in.

But there are two financial truths that you can include in your decision-making:


TikTok Shop commission rates (TikTok’s referral fee) are currently only 2% commission with a planned increase to 6% by mid-2024. Even so, it still compares favorably to Amazon who keep around 15% on average.


PPC campaigns in TikTok are also potentially cheaper to run with CPC prices starting at $0.02 versus $0.05 on Amazon.

It’s not to say Amazon sellers should jump ship and move their inventory entirely to TikTok. But instead, consider how selling on both platforms could help you increase sales and ROI overall.

How to Set Up a TikTok Shop

There are different types of TikTok Shop accounts for:

  • Sellers
  • Creators
  • Partners
  • Affiliates

For Amazon sellers looking to diversify channels and target customers through TikTok Shop, you’ll need to set up a TikTok Shop seller account.

A TikTok seller business account (Seller Central dashboard) is simple and free to use. It also gives you access to certain key features such as advanced analytics and access to the TikTok Ads Manager (and Spark Ads).

Step-by-Step Setting up a TikTok Shop Seller – Business Account:


For a seller opening a business account, you need:


You’ll receive an email to confirm (or reject) or application.

steps to register for tiktokshop

Integrating with the Shopify - TikTok App.

If you are an Amazon seller with no other eCommerce shopping channels, then you can start selling through your TikTok Shop without any other integrations and use it as a standalone platform for your social commerce empire.

If you already have a Shopify store, then it’s better to connect the two platforms so that your products can be imported into your TikTok Shop.

shopify tiktok shop integration

Integration is a better way to run the two stores so that you can manage orders, inventory, products, shipments and TikTok advertising all in one place.

To do the TikTok-Shopify Integration here are the steps:


Install the TikTok for Shopify app.


Open the Shopify-TikTok App and connect with your Shopify store and TikTok Shop.


Now you can start promoting your products, set up TikTok ad campaigns, and more (directly from your Shopify store)!

PRO TIP: As a seller, you may find it easier to manage everything from your Shopify dashboard, but you should also explore the advantages of using TikTok’s own Spark Ads tool.

How to Build Brand Awareness on TikTok

Setting up a Shopify-TikTok App Integration is just part of the story. To generate sales, you also need to think about building brand awareness. There are several strategies you can utilize to increase your product awareness on your TikTok store to generate sales:

Promote Top Content Using PPC Advertising

TikTok has its own native PPC advertising feature called Spark Ads.

Like with all PPC campaigns, you want bang for your buck. With TikTok shopping ad campaigns, the real trick is to repurpose high-performing videos that have already proven great engagement with users.

tiktok shop US spark ads

Managing this is easy inside of TikTok because Spark Ads has a unique feature that lets you publish content as ads:

  • Using your own TikTok posts.
  • AND using posts made by other creators

Targeting Your Customer Avatar

Leverage the power of TikTok’s algorithm to target your content to audiences that already have an interest in your niche or product.  

Like with other social media channels you can use keywords in your posts and hashtags to help the algorithm understand your content and drive traffic to your TikTok store. I’m oversimplifying the process, but the concept is the same as website SEO or adding Amazon keywords to listings.

Live Shopping on TikTok

Using TikTok livestream shopping you can demo products in real time. Your audience can engage directly with you and get their questions answered without any delays. Your audience can also buy from the TikTok Shop during the livestream session!

Connect with Influencers

If you need to get up and running quickly then a great way to start is to outsource to content creators and influencers who can create User Generated Content (UGC) videos. The benefit of using this strategy is that Influencers already have large numbers of followers who trust their content and are typically engaged and interested in watching their videos.

How to setup Influencer Collaborations

tiktok shop partner with influencers

One of the key benefits of using TikTok Shop is that the developers have made it incredibly easy to connect with TikTok influencers. Inside your TikTok Shop dashboard (Seller Center) you can search for influencers to promote your products.

PRO TIP: You can select ‘Open Collaboration’ so that Influencers can approach you if they’re interested in your product.

Influencers typically work off a commission rate (although some do organically promote products without any commissions agreed). Another useful feature is that all commissions and fees are managed through your TikTok Shop.

Can I put my Amazon affiliate links on TikTok?

Using Amazon affiliate links on social media apps like TikTok has been a great way for Amazon sellers to generate off-Amazon leads.

However, TikTok wants its users to use TikTok Shop and has made it difficult to add affiliate links. There are several workarounds but they’re all a bit clunky. For example, you can legitimately add a link in your TikTok bio to your website or YouTube channel and drive traffic back to Amazon from those sources.

setting up tiktok and amazon finds

Key Take Away Messages

In summary:

hustlelife think about it symbol
Social commerce is a thriving sector and a great way to connect with younger Gen Z buyers.
hustlelife think about it symbol
Shopify and TikTok Shop can be easily integrated.
hustlelife think about it symbol
You can promote your TikTok Shop and products using a range of marketing strategies.
hustlelife think about it symbol
It’s easy to find and collaborate with TikTok Influencers.
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If your product isn’t desirable to Gen Z consumers, (think fashion, lifestyle, gadgets), then TikTok may not be the right platform after-all.

Final Word

TikTok is no longer just a platform for short-form entertainment videos. The platform is proving itself to be a new force in social commerce.

In this article I have covered:

  • What is TikTok Shop?
  • Pros and Cons of diversifying to social commerce
  • Steps to setting up a TikTok Shop
  • Growing your audience and promoting your TikTok Shop
  • Collaborating with TikTok Influencers
  • Key Takeaway Messages

For the right brands and products, TikTok Shop is an opportunity to create a real identity and strong following on a platform that offers business users-friendly solutions at competitive fees.

With more competition, higher fees, and growing PPC costs, it’s easy to see why Amazon sellers are looking at TikTok as a viable way to diversify their customer base and secure future income.

A quick note from Hustle Life

At Hustle Life we love bringing you well-researched content to help you online side hustle grow into a thriving business. So that we continue to create great content without opening the site to annoying advertising, we accept affiliate payments. Thank you for using our affiliate links.

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Jessica Clark Amazon FBA Expert

Jessica Clark has a passion for all things eCommerce. She’s always learning and adapting to find efficiencies and to stay competitive in a fast-paced sector.

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